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Living in harmony with nature

From the IYB to the UNDB - building a marketing campaign


Living in harmony with nature

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An opportunity to build on success Biodiversity is life Biodiversity is our life

Worldwide celebrations: 192 countries 389 partners +1138 events +55000 friends on fb

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Biodiversity is life Biodiversity is our life

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we need to do better while IYB was a success the promise of the UN Decade on Biodiversity

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Biodiversity is life Biodiversity is our life

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What we needed to do for the IYB • get people to rediscover nature • get people to love nature • love. not loss.

CARE STUDY REDISCOVER


Biodiversity is life Biodiversity is our life

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Building the IYB campaign

• surveys and discovering the need for messages of hope • identifying that the year was about inspiring partners to act • creating energy amongst intermediaries

ACT INSPIRE HOPE


Biodiversity is life Biodiversity is our life

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Building the IYB campaign

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Biodiversity is life Biodiversity is our life

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Building the IYB campaign

4 different audiences and their levels of engagement and action

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Biodiversity is life Biodiversity is our life

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International Year of Biodiversity

Declared by the United Nations General Assembly (61/203), an opportunity for the biodiversity community to encourage people to:

Discover the biodiversity that surrounds us Realise its value, our connection to it and the consequences of its loss Act to save it

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Biodiversity is life Biodiversity is our life

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International Year of Biodiversity

Biodiversity Barometer (Union for Ethical BioTrade) Results 192 countries 389 partners +1138 events +55000 friends on fb

• 70% of people surveyed have heard of biodiversity • 56% to 60% to 65% growth in awareness 2009 to 2011 • 33% of people have heard of the International Year of Biodiversity • 55% heard about biodiversity through TV • 23% of people think that highlighting the importance of biodiversity to our daily lives is the most encouraging of all biodiversity conservation messages • 84% would stop buying products if they knew the brand did not respect the environment or ethical trading practices


Biodiversity is life Biodiversity is our life

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International Year of Biodiversity

Events around the world • civil society organizations were the best • UK, Netherlands, France were very successful • government events less so • museums and zoos did well

Most effective events


Biodiversity is life Biodiversity is our life

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Official UN languages: ar - en - es - fr - ru - zh Other available languages: ca - de - dv - el - eu - fa - hi - hr - hu - it - ja - ko - mi - ms - nl - nn - pl - pt - ro - sk - sl - sv - tr - ur


Biodiversity is life Biodiversity is our life

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IYB Messages Humans are part of nature’s rich diversity and have the power to protect or destroy it. Biodiversity, the variety of life on earth, is essential to sustaining the living networks and systems that provide us all with health, wealth, food, fuel and the vital services our lives depend on. Human activity is causing the diversity of life on earth to be lost at a greatly accelerated rate. These losses impoverish us all and damage the life support systems we rely on everyday. But we can prevent them. 2010 is the International Year of Biodiversity; Let’s reflect on our achievements to safeguard biodiversity and focus on the urgency of our challenge for the future.

Now is the time to act


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helped to organise marketing materials for all linked campaigns together helped create campaigns of discovery, appreciation and action


6 of 55,537 fans


activities

2010 logos around the world


1,850

www.facebook.com/UNBiodiversity


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UN Goodwill Ambassador for Biodiversity

Edward Norton

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Biodiversity is life Biodiversity is our life

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Best Green International Campaign: Convention on Biological Diversity “The International Year of Biodiversity�

www.greenawards.co.uk

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Tenth Conference of the Parties 18-29 October 2010, Nagoya, Japan

media coverage & political results

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Conclusions & lessons learned • the logo was the most obvious success • civil society response is good, but needs to be capitalized on • organizations need to find ways to gain advantage from the IYB • messages need to be more customizable • more actions for individuals are needed

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The Strategic Plan recognises the importance of awareness

Goal A:

Address the underlying causes of biodiversity loss by mainstreaming biodiversity across government and society Target 1:

By 2020, at the latest, people are aware of the values of biodiversity and the steps they can take to conserve and use it sustainably


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Goal B:

Reduce the direct pressures on biodiversity and promote sustainable use

Goal C:

Improve the status of biodiversity by safeguarding ecosystems, species and genetic diversity

Goal D:

Enhance the benefits to all from biodiversity and ecosystem services.

Goal E:

Enhance implementation through participatory planning, knowledge management and capacity building

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a new rhythm‌

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Living in harmony with nature

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Awareness raising

• web presence to inform and inspire actions • strong network of partners • highlight local activities

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Biodiversity is life Living in harmony Biodiversity with is ournature life

the logo Home

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Official UN languages: ar - en - es - fr - ru - zh

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Next steps for the Zoo and Aquarium community • develop a plan of activities to celebrate the decade • plans on how zoos and aquariums can contribute to the strategic plan • awareness-raising activities • plans to celebrate IDB on 22 May each year

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What can I do? Photo & painting competitions

Conferences & events Exhibitions

Teaching & training Raise awareness

Create excitement

Film festivals

Websites Community action

Multimedia shows

Blogs and forums

Protect life on Earth


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Secretariat of the Convention on Biological Diversity World Trade Centre 413 St. Jacques street, Suite 800 Montreal, Quebec, Canada H2Y 1N9 Tel. 1 (514) 288 2220 secretariat@cbd.int www.cbd.int

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UNBiodiversity@cbd.int

www.facebook.com/UNBiodiversity

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